The doctoral dissertations of the former Helsinki University of Technology (TKK) and Aalto University Schools of Technology (CHEM, ELEC, ENG, SCI) published in electronic format are available in the electronic publications archive of Aalto University - Aaltodoc.

Pierce the Fog of Mobile Service and Advertising Adoption

Ramin Vatanparast

Dissertation for the degree of Doctor of Science in Technology to be presented with due permission of the Faculty of Information and Natural Sciences for public examination and debate in Auditorium TU1 at the Aalto University School of Science and Technology (Espoo, Finland) on the 4th of February, 2010, at 12 noon.

Overview in PDF format (ISBN 978-952-60-3015-9)   [730 KB]
Dissertation is also available in print (ISBN 978-952-60-3014-2)


The heightened interest towards mobile service and advertising among academic and industry circles has led to the need to understand the key factors effecting the use, adoption and applicability in the realm of mobile business. This dissertation seeks to contribute to the body of knowledge covering the field of mobile advertising and service adoption. This thesis contributes to the literature by providing some insight to these important areas through a set of qualitative and quantitative studies. More specifically, this study attempts to fill up research gap in the user mobile adoption research, applying theoretical foundations into practical mobile service business cases to find insights to increase adoption rate and revenue.

This thesis summarizes the result of survey studies on cross cultural adoption of mobile internet, adoption of mobile service applications and factors affecting mobile advertising. The results of this thesis will serve as guidance for researchers, mobile application developers, operators and device makers. This thesis present several theoretical and practical insights into the position of mobile services and advertising to help researchers and managers better understand critical components and provide ideas for further research in this emerging field of mobile business.

This thesis consists of an overview and of the following 5 publications:

  1. Vatanparast, R., & Asil, M. (2007). Factors Affecting the Use of Mobile Advertising. International Journal of Mobile Marketing, 2, 2.
  2. Vatanparast, R. (2009). Theories behind Mobile Marketing Research. In K. Pousttchi, & D. G. Wiedemann (Eds.), Handbook of Research in Mobile Marketing Management. Business Science Reference. ISBN: 978-1-60566-074-5.
  3. Vatanparast, R., & Butt, A. H. (2009). An Empirical Study of Factors Affecting Use of Mobile Advertising. International Journal of Mobile Marketing, 4, 2.
  4. Vatanparast, R., & Qadim, H. Z. (2010). A Cross-Cultural Study on Mobile Internet Usage. International Journal of Mobile Marketing, 5, 1.
  5. Vatanparast, R., Qadim, H. Z., & Ebrahimi, M. (2010). Mobile Service Adoption Optimization: A Case Study. A working paper.

Keywords: mobile marketing, service adoption, mobile business, cross cultural

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Last update 2011-05-26